Sales pages are the bread and butter of most companies. They’re where you’re essentially sitting down face to face with potential customers and explaining why they need to buy your product or service right now.
Although there are a ton of different ways to write your sales page, depending on the industry/service/product/a billion other factors, there are some essential parts you need no matter what you are selling.
If you get these simple elements down, you’ll be able to create a winning page, even if you don’t have the perfect formula to put it all together.
1. The main “why” behind a product or service
If you haven’t pulled out the most essential “WHY” someone should buy this product or service amongst all your research, you’re not ready to write the page.
Yes, most products and services have a ton of different benefits, but you need to pull out the best one to hammer home. If you muddle the main benefit under a hundred other points, it’s not going to have the same impact as a single benefit that’s best for the people you’re writing to.
If you don’t find a way to make the main benefit part of the opening headline and paragraph, you’re going to lose them right away. (Unless you’re actively trying to turn someone away.)
Mentioning people you’re writing to…
2. A deep understanding of the people you’re writing to
You need to know them intimately. Their fears, their desires, what they need.
One of the worst things I see in copy is writing over someone’s head instead of talking to them like they’re someone you know. Most people just want to sound smart online instead of doing the research to make sure your copy is having the impact you want it to.
If you don’t understand what someone needs from your product or service, you have zero chance of being able to sell to them.
3. Actively turning away people who are not a good fit
You don’t want your copy to sell to everyone. You only want the right people to buy.
If your copy does not draw a line in the sand between who could use this product/service and who would not be a good fit, you’re going to have a weak sales page. When you try to appeal to everyone, you’re not going to appeal to anyone.
4. Addressing their fears
Everyone has hesitations when it comes to buying something.
Some examples:
Maybe they are afraid they can’t return your product if it doesn’t work for them.
They might be wondering what kind of support is available
They might just want reassurances that your product is high-quality
You might want to highlight your qualifications for creating this product or service, aka answering the “Who are you?” concern.
Ramit Sethi, who owns the wildly successful blog called “I Will Teach You to Be Rich” addresses the name of his blog right away. He knows it sounds scammy and he addresses that head-on.
5. Use the standard sales page formula: the hook, the solution, addressing concerns, the specifics of a product, proof
While every sales page is generally different, they all generally follow this formula:
The hook - the main point that pulls them in to keep reading the rest of the page. Usually in the form of speaking in a way where you demonstrate that you know what they’re going through.
The solution - introducing the product or service that will help solve a problem
Address concerns - Tackle any concerns someone might have about buying so you can ease their mind
Get into the specifics - for example, do they get a free ebook? Do you offer a certain amount of calls with your coaching? Does your course come with Q&A’s? This is where you get specific
Proof - show that you’re reputable and other people have used your advice successfully.
That’s pretty much sales pages in a nutshell. They’re not easy, but doing them right is always worth it.